Table of contents
Affect and cognition as predictors of behavioral intentions towards services
Anne Smith, Nina ReynoldsThe purpose of this paper is to examine alternative approaches to measuring service evaluation across cultures. This paper aims to assess: differences between cognitive and…
A cultural paradox in authority‐based advertising
Jae Min Jung, Kawpong Polyorat, James J. KellarisThe purpose of this paper is to examine an important exception to the “value congruity hypothesis,” which holds that advertising should be more effective when it is congruent with…
Intra‐organizational factors and market orientation: effects of national culture
Ahmet H. Kirca, G. Tomas M. HultThe purpose of this paper is to gain an increased understanding of the moderating role of national culture on the impacts of intra‐organizational factors on market orientation.
Distance factors and target market selection: the moderating effect of market potential
Shavin Malhotra, K. Sivakumar, PengCheng ZhuThe paper is in the domain of marketing strategies of multinational firms. Specifically, it aims to focus on target market selection of multinational firms.
Will ethical consumers sustain their values in the global credit crunch?
Marylyn Carrigan, Patrick de PelsmackerThe current global recession is presenting new and difficult challenges for those customers wishing to consume sustainably and ethically, and the marketers who seek to provide the…
ISSN:
0265-1335Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Professor John Cadogan